Google Cast branding for third party devices to be replaced with "Chromecast built-in"

In what is the latest confusing branding move from Google, third party devices that support its Cast standard will no longer actually promote the Google Cast name to consumers. Instead, what you'll see on the box of that new TV or speaker will be that it has "Chromecast built-in".

In a way, this makes sense, since the Chromecast name has a lot more brand recognition than Google Cast ever had, so it will be easier for people to tell what such TVs and speakers can do - given the success of the Chromecast line of devices.

On the other hand, Google should probably stop changing the names of its products and services so often. Even in the Chromecast realm, we went from Chromecast (the device and the app) to Google Cast (the protocol, the new name of the app, and branding for third parties), to the situation we have now - where Chromecast is the standalone streaming stick, and third party devices come with "Chromecast built-in". All OK and pretty logical, right? Well, not really, if you consider that the app formerly known as Google Cast (and Chromecast before that) is now called Google Home. This is the app you need to set up your Chromecast or "Chromecast built-in" device, and it's called Google Home. Which is also a standalone product, by the way. See why we think this is confusing?

Anyway, expect all traces of "Google Cast" to be wiped from the company's pages detailing third party integration with its streaming tech, but remember that the protocol itself is still Google Cast. That probably won't make it to any marketing materials, thankfully. Hardware partners like Vizio, Toshiba, and Philips have already started to use the "Chromecast built-in" wording, while Google has renamed the Google Cast Twitter account to Chromecast.

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